Working in place-branding is addictive. Before working with cities and states, on brand story and strategy, I had worked with corporations using a similar narrative-based method to answer a fundamental question — why?

The difference with place-branding is we don’t leave our homes at 5:00pm. Home is a reflection of who we are, at our best, and who we hope to be. There is always a deep, meaningful reason why we choose to live where we live. We want to express our pride in an authentic way, celebrate what makes us unique, and reinforce it in the way we plan and build together.

It’s a spiritual matter. This is why we all love this work so much. This is also why it can sometimes be heart-breaking.

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